Two-thirds of Brits want to see XR shopping experiences - report

Josh Hall's picture

Interest in extended reality technology is booming in the UK, with two-thirds of British consumers saying they want to see XR experiences when shopping.

This is according to extended reality agency SYZYGY XR, which found that sentiment towards the technology is positive amongst shoppers.

But, while 72 per cent said they wanted to see XR experiences in shopping environments, just 26 per cent said they had participated in one.

The figure is higher for the 16-34 age bracket, with 36 per cent of this demographic saying they had been involved in XR. Amongst the over 55s, though, that figure falls to just 5 per cent.

While consumers are interested in XR, there remain serious barriers to entry. When asked what is stopping them buying a VR headset, 25 per cent said they were too expensive. Nearly as many (23 per cent) said they simply did not want one.

Commenting on the research, Bartek Rozbicki, Group XR Director at SYZYGY, said: “The marketplace is changing at an ever-increasing rate, and extended reality is set to play a crucial role in this evolution. For the business world, it’s important that brands start to think about XR adoption now in order to plan marketing campaigns and customer engagement strategies for the future. In an increasingly saturated marketplace, XR can help brands deliver highly relevant and immersive content for a new generation of consumers.

"The research shows an overwhelmingly positive attitude towards XR experiences, particularly amongst younger consumers aged 16-34. But while interest is high, it’s not surprising to see that most brands have yet to harness the power of XR in marketing activations to date.

"The findings, coupled with the wider impact that XR will have on the way we browse, shop and interact, is important for brands looking to innovate and stay at the forefront of their space. The rise of XR will pave the way for more engaging marketing campaigns that well and truly place the customer at the heart of a brand’s identity. It’s an exciting time to be part of this rapidly growing industry.”

The report follows other recent research suggesting that there is a knowledge gap affecting marketers interested in virtual and augmented reality technologies.

As previously reported, more than half of marketers say they will consider augmented reality campaigns in the coming year - but a quarter said that technical knowledge is preventing them doing so.

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